LO3 Understand how global industries use social media

 Why is social media a useful tool for global industries when managing a product or campaign.

• It allows for all of the fanbase to instantly and at the same time receive information about the product. That the the company has produced.
• Because of synergy because we can use different social media channels to promote the same thing.
• the product can be targeted to a certain ranges of age and backgrounds.
• Each social media has a particular PRIMARY AUDIENCE

Facebook:

Primary Older Audience 30-50 Digital Migrants

Secondary Younger Audience 18-25 Digital Natives

Features like the marketplace Gumtree but built into the app, you can sell stuff on there to other people in groups.

User Interface is more simple because of older audience.

Instagram:

Primary audience 16-25

Secondary audience 18-35

It has much more photos and and videos In built Dm feature

Snapchat:

Primary audience 16-25

Secondary audience 18-35

Use of filters

Bitmoji features

More interactive see your location and then view

Streaks and Snapscore

Only need a short attention span

Twitter:

Primary audience 25-50

Secondary audience 18-35

Like Facebook very text based also 280 charters per message

More serious topics politics and sport

Project Management Tools That help us to be collaborative on projects. Apps.

They are used by prosumers and also industry.

ASANA this is the top rated platform it is free for teams under 15 members and then a subscription if the team is larger. it has an easy to use interface and

Each of them share common general features, however each of them also has something unique to offer.

TeamBox Non subscription service is used as well

• Teambox Projects consist of conversations, task lists, pages, and file storage.
• Share ideas, files, images and video. Discuss details and solve problems, stay alert thanks to email notifications.
• Simple, fast and linear task creation. Add due dates and task owners in seconds. Quickly see what is getting done.
• All of your important documents and media in one place. File storage that is simple and linear.
• Various communication options. RSS, Email, Mobile Access and Web interfaces are just the beginning of how you can communicate.

Unit 6 Case Study One Republic

One Republic

I have chosen one republic for this case study because of a couple of reasons they are that they have recently released new music which has become iconic in a film Top Gun Maverick. they also have a large social media presence and therefore they are easier to study because of their various different examples of their advertising and marketing that have been successful.

They have several different social media platform these are:

Instagram

Youtube

Facebook

Snapchat 

Twitter

Instagram:

The band has a large presence on the app with 2.4 million followers of the app. They mostly use the app to promote their new music and their current tour which they are on the also use the app to communicate about more personal events like birthdays and special giveaways.

The release for this case study is their new song I Aint Worried the song itself has become popular through both their own social media and the promotional material for the movie top gun maverick. This means that they have now got a massive media conglomerate to help them distribute and promote their new material. not only does this open the targett audeince wider but it also allow them to be able to show more people their music and gain more fans as a direct result of this. They have both done this through official posts with the cover art of the movie and for the release they made a specific cover for the music with the theme of the movie. This again links the 2 companies and products together (synergy) making the product more effective than if it was just one company on their own. For example only the band.pht

On Instagram there was also a lot of snippets of the music video and the movie itself on both accounts, this would have been done to help both profiles gain attention in the lead up to the release of both the song and the film. On the film side there was a lot of short snippets and trailers released on Paramount official social media. This helped to gain traction as well because they would have been able to control exactly what goes on their page and would have overseen the content that one republic was posting in the run up to the release.

There are several advantages for the band and Paramount choosing to promote on Instagram these are. The film had an old and younger audience because of the first film fans  who are now older will want to come back and see it. The band however has a younger target audience and therefore they have been able to take advantage of both age groups and not only give the band more exposure but also giving the films older audience a chance to listen and potentially like their music. It benefits both parties involved. Another advantage is that the platform is one of the biggest out there and is one of the most widely used. It also is a great platform for user interaction with tools like hashtags and linking topics together with different posts. This creates a fanbase of loyal fans which will then post about the future and the current products that the 2 parties create separately or on their own in the future.

YouTube:

The single that was released was not only released on youtube but also it was released on the same day as the film released in cinemas. This meant that not only was the song a hit on YouTube but it also gained traction from people who had been to see the movie and had then come come and listened to it at home. The release on Youtube itself was a extremely popular because of the level of the music and aso it being one of the fan favourites from the film. This meant that is gained a lot of traction on the platform and was soon on the music trending list. This meant that youtube had placed the song on more peoples home pages leading to more exposure for the song and the band in general. This meant that more people would not only want to listen to the music because of the film but people would also want to watch the film because of the music increasing the amount of profit that the film and the band both make.

On Youtube itself there was also a lot of cross promotion between the band and Paramount. For example the band would release short snippets of either the song of the movie this first started with the cover photo for their music and it coincided with the release of the official cover art for the film. And then throughout the advertising campaign both groups released more and more of the trailer of the film until the band posted a trailer for the music and Paramount posted the full trailer on Youtube. By using this method of posting at the same time they could both grow their potential audience on the platform. This process is called Cross promotion and has been over time proven to be effective with more than one group releasing similar or the same content before a release of a product.

Youtube also happens to be one of the bigger platforms out there. This means that the platform already has a large audience that this promotional material can be posted to, this means that no only their fans will see the product but others will as well.

Youtube is unique because it is the main video posting platform. This make it more suitable for something like a music video or a film because the music was both in a film and a music video this makes the site perfect for promoting the various products.

Twitter:

The music was also released and teased in a similar way on the platform Twitter. the band has a large following on the platform of about 3.1 million users. This means that it is a great way for them to post something and their fans to instantly be able to see it meaning that they can very quickly receive feedback form their target audience. Also because of the format and the layout of twitter it means that its more like a conversation that i more suited for images rather than videos this meant that One Republic posted a lot more images rather than videos in the lead up to the release of both the song and the movie. 

For example say they both posted something at the same time they could use the advantages of twitter setup such as the heavy use of hashtags to link all of posts together to make it easier for new and pre existing fans to be able to see all of the posts and the information that they might want to know again making the campaign more effective for the target audience. Twitter is different compared to both instagram it is more like a newspaper of a conversation using whatsapp. this means that anyone can very easily leave feedback without having to enter the whole conversation. This makes twitter a better platform for promotion. Twitter also comes with tools such as retweeting this allows users to quickly give the posts more exposure by them retweeting on their own page.

Both Paramount and One Republic used the platform to promote the movie and the music this means that there were often links in the form of hashtags linking the 2 accounts together. Creating synergy and making it easier for the product to gain more traction on the platform. Twitter is different to the other channels that were used but it is also similar to the other platforms in some ways, one of these is by its use of a trending section that will promote posts that get a lot of attention, and then because they are on trending they will be used by the algorithm and therefore will appear more on different users home screens making the post be seen by a lot more people making the audience bigger for the release (increasing the fanbase).

Facebook:

The platform Facebook is one of the biggest platforms that they released their promotional material, this meant that it was key that both Paramount and One republic managed to effectively use the platform to let their fans know about the product. Facebook as a platform is a hybrid of twitter and instagram. This meant that it is the perfect platform because of the ability to use its tools to be able to promote their product.

One these tools is that Facebook has the ability to be able to not only follow accounts but it also has the ability to be able to join groups of people who are also interested in the same stuff as you. this means that is is a lot easier to find out information about certain topics that the groups are in. In this example there is a top gun group and this has a people in who have either been fans of the previous movie or have become fans with the new film that has been released. This group will have also been used in the run up to the movie because it allows the fans of the movie franchise to be able to talk about and provides a space where the fans can create hype about the products. This is a very effective tool as anyone can join and then Facebook's algorithm can then tailor the users home page to have posts related to the groups that they are in.

Another tool that users can use on Facebook is the ability to being able to share posts with other people. this means that anyone who has the app cna then share the post to anyone and anywhere they want meaning that the post will get more exposure because of the ease to be able to share the post with other people. This is because of the way that the app is setup and the ease of access to the rest of the world. Anyone with a black box device can view and react to the post. Also Paramount and One Republic will also get instant feedback when the send a post out.

Unit 6 Media synergy and media producers

Synergy is when a company works together with another company to produce media in a shared venture an example of this is when Warp Films collaborated with channel 4 to produce the film This Is England. it is effective because they can both use their resources to be able to create a better product because they are working together rather than working on their own.

Advertising is more effective for a prosumer it is cheap to advertise own own products not using traditional methods of advertising.

Synergy is a cross promotion of a brand or service in more than one place.

Hunger games case study they use their brand to not only promote the film but also promote various other causes in the world in this case the feeding america movement.

Music Case Study

OneRepublic

Unit 6 Glossary Key terms and theory LO1

 1. Video on demand is video that can be accessed anywhere where there is internet e.g youtube and netflix you can download media from these sites. Compatible with most devices. Internet connection needed. Youtube Netflix amazon Prime.

2. Streaming is constant youtube any media with downloading the programme. Live Feed of audio and video. Watching content online.

3. Small blogs like twitter easy ways to post small snippets or views on. The ability to create small amounts of content online. Twitter.

4. The act of getting money for projects using other people donations. Asking an audience to fund an audience. Kickstarter, GoFundMe. Another way for prosumers to publish their content.

5. Tapscott and Williams. Wikinomics Web 2.0 The web is starting to impact the traditional business model. Conglomerates used the traditional business model. We are getting more collaboration online. Impacting us as prosumers with the faster broadband working together online. This = GLOBALISATION this is the impact that it has had.

6. Fan film this is when audiences create a product based on the already existing brands.

7. Citizen journalism news comes from prosumer not just conglomerates we as citizens are also journalists. We now contribute to the news.

Openness which includes not only financial transparency

Peering collaborative forum intellectual property

Sharing less confident

acting globally embracing globalization and ignoring physical and geographical boundaries at both corporate and personal level.

Unit 6 Notes LO1 And LO2

Social Media App

TickTock - Daily - Waste Time - Short Videos - Images - Upload - Share

SnapChat - Daily - Communicate And Waste Time

Instagram - Daily - Communicate And Seeing Images

FaceBook - Weekly - Communicate With Further Friends And Family

Discord - Daily - Communicate With Friends And Family Games Work Ect

Because of the Web 2.0 there are now ways that artists can distribute and advertise their music through the web 2.0. One of these is being able to use social media to advertise release dates e.g instagram and facebook as well as showing their fans the concert places and times, so that more fans can know when to come and see them. For example Artic monkeys using social media to announce their new songs and releases to create hype. Recently Spotify one of the main music streaming platforms has started to add the concert dates to the songs meaning that this is another way that the artists can advertise their music. Another band that has used social media is Kanye West he uses social media a lot and has a huge presence on certain apps like Instagram. He uses these platforms to not only share his music but to also influence his fans in a variety of different ways this can then effect people buying his music and can either make him more popular or less popular depending on his fans reactions.

The BLM movement was started by the video of george floyd being killed and then many different people then posted videos and articles about the movement and the specific events. In the us in Minneapolis there were protests both peaceful and violent cars being set on fire and shops being raided.

The Long Tail Theory:

Mr Chris Anderson came up with the theory. the theory says that products in low demand or that have low sales volume can then collectively build a better market share than their rivals or exceed the relatively few current bestsellers and blockbusters provided the store or distribution channels large enough.

An example of this is anchorman this is a cult classic so people bought and wanted to watch it such as netflix and prime video. This made the product much more successful throughout time.

Target audiences are selected by criteria by media producers such as:

Gender

Age Disposable Income

Geographic Location

Interests

Ideal Self/Partner

Age 35 to 50

Mostly Male

The age is 35 to 50 and is mostly male dominant this is because of theme of the magazine. BC2

the spectator male mostly and 30 to 60 the theme of the magazine is for older people. ABC1

Maslow (1943)

due to technological convergence we are part of a global village how we use social media to fulfil certain needs. Talking to friends self esteem by getting likes and comments people agree with you and like what you have posted.

Distribution the methods by which products are delivered to audiences.

Social Media Utilizing web 2.0+ technologies to allow users to share ideas expressions content via online communities.

Professional - a paid person working for a company.

11million views 10k+comments 239k+ likes it will get more exposure because of the ytb algorithms.

Global village - Marshal McLuhan social media will bring us closer together and create global village he also predicted the internet.

Web - Uptopians those who see the web and social media technologies as having a benefit will benefit society.

Electronic - Agora Online meeting spaces such as forums and chat chat rooms where people can discuss a range of topics and achieve collaboration.

My Country Houses

they have twitter email and wahtsapp all of these allow them to be contacted easily and therefore allow more ranges of different people to be able to book the house and therefore they will make more money.

Crowdfunding:

A small producer gets other people to give them money kickstarter vox machina animation.

Morals are standards of right and wrong different for other people. They have been made worse by social media moral panic spread from mis information.

9/11 This is did not help with the hate towards muslims after the attacks because of the moral panic that was created as a result.

FUP - for you page

Algorithms that present shocking information and negative posts more often making a negative impact on the audience Body image, Social Isolation, Like replacing interaction, Anonymity and exploitation, Social Media and image rights/distribution, Employer checks, Polarising topics.

Moral panic can be used and relates. Examples of this is andrew tate and the ukrainian war.

social media falls into regulation and laws in the UK.

Libel Law written down offences.

Openly racist in public race relation act.

cannot oppress people because of the colour of their skin.

IPSO regulate content by magazine publishers.

ASA an monitor adverts and advertising content.

Offcom can monitor professionals produced content online.

BBFC can monitor and classify fim content online.

These are censored and control the amount of media.

Personal contacting family and friends

creating personal content

sharing content

personal opinion responding to posts

Professional promotion of good and services

engaging target

market research

crowdsourcing

crowdfunding

Identify 2 ways that the term moral panic relates to the use of social media channels.

Russia

Quatar

Afghanistan

Belarus

Syria

wikinomics Tapscott and williams 2006 Prosumer when people work together on a product linux firefox

Electronic Agora covers the online meeting spaces not facebook or twitter collaboration on projects Reddit Stack overflow.

web utopia idea that web drives positive change

Censorship when content is obectionable and harmful

regulators

BBFC

OFFCOM

ASA

examples Beheadings by isis on facebook and youtube egs bully the game a Serbian film the human centipede 2. Ratings on films and games PEGI.

Regulation control of products in media by government bodies

BBFC

ASA

PEGI

Cultural Censorship:

State sanctioned media

Dissident North Korea and China

Globalisation:

hello kitty

the process of exchange of ideas media crazes like hello kitty

global village the idea that we are all connected

marshall Mcluhan 1964

Digital Media Products - product that is made and distributed online

Negative Publicity - Bad publicity speaking badly more than saying positive things on a post

Social Impact - the impact that a post has on society

Social Media Channels - Instagram and Twitter

British E Sports competitive video gaming twitch, sponsored streams, ready made target audience.

twitter instagram

imperialism a lot of our media is saturated with our western culture and ideals. Helped by social media getting all of theses ideas/representations instantly

regulation and data protection

self regulation guidelines to make sure content is suitable. the blue whale challenge Ipso

cyberbullying being able to bully someone online behind a account on social media

libel written down slander words that have been written down to make offence or make someone look bad online. Can affect a business or an individual

Morals - Ethical what is morally right or wrong

censorship

sensitive data

stage 3 adhering to data protection laws do not release info about the winner

release and consent form they can use the data for a period of time and the usage rights

Introduction into Unit 6: development of online technologies

Web 1.0 designed to help people to find information only certain people could upload content to this version of the web. This version of the web is sometimes call ed the read only version. There was no way to interact with this version. Made of static pages connected to a system via hyperlinks, only using HTML. 1980s. The Read Write Web. Broadband 2000.

Web 2.0 more people can make and publish content and content is more varied. The Web 2.0 was focused more on the interaction and the user experience UX to make the web more accessible. The web 2.0 started using java script as well as HTML. This web is known as the participate social web. This is the web that social media came from. Tim O Reilly and Dal Dougherty (2004) they theorised that the websites now have audience participation and collaboration. E.g like share comment. Collaboration (working with others). TickTock collaborating with music artists youtube Instagram livestreams. David Gauntlett (2004) we are in the age of the prosumer. The traditional model of media conglomerates (media gods) delivering content to their audience this was the only content that we would receive this has broken down.

Web 3.0 known as the read execute web or the semantic web it aims to drive users away from social media and push them towards a more anonymous way of using the web. Using AI and machine learning to learn and then act on a user behaviors sort of like giving the web a brain like humans. Everyone can upload and distribute media on this web and therefore a lot more access is given to the users. The metaverse. The Web is now intelligent learns our preferences semantic web. Understands the web.

Uses Semantic data rather than traditional data. Semantic metadata makes this process possible, allowing all available information to be effectively leveraged.

What is Web 1.0, Web 2.0, and Web 3.0? Definition, Difference & Similarities | Simplilearn

Sir Tim Berners Lee (1991) invented the World Wide Web 1.0 was only used by educators were only speaking to educators sharing data. In 1995 private business had access to it. 

Social media means that it is a platform for users to upload and respond positive and negatively to content.

Social media is used for users to post, share globally and collaborate on others or their own content.

User generated content (UGC) means content the prosumers have generated.

Unit 6 Overview

 Mandatory Unit

Paper is out of 60 marks

Section A theoretical: Ask you to demonstrate your knowledge of social media and globalisation they ask you to name hardware software or websites or the ways they can be used. 30 mrks.

NEED CASE STUDIES

Section B Mrs P Do this First. 1 hr and a half

Asks you to apply your knowledge and understanding and use your creativity to plan a social media marketing campaign. Get a scenario to make a cross media social media campaign. 30 mrks.

Command words Identify, Explain, Give Reason, Refer to a Case.

Intro To Unit 6

Intro:

Social media has transformed the way media institutions as well as audiences target audiences.

Historically mass media (available to the masses) was only produced by institutions.

Producers:

Disadvantages:

1. This limits choice.

2. Bias towards certain viewpoints e.g politics.

Advantages:

1. Limited competitors.

2. Choice in content shown.

Audience:

Equipment was expensive e.g video cameras

Technological convergence has made it easier to distribute to an audience. Multi-Functional devices black box theory. PROSUMERS (anyone who has the ability to make and distribute media) PRO-producers SUMERS-consumers.

Globalisation all internet users are now connected we are part of GLOBAL VILLAGE

How media products have globalised (can be accessed by anyone around the world).

How media products have connected society and how such tools and use by media producers (being able to communicate with anyone from around the world).

GLOBAL VILLAGE (anyone who has access to the web).

DIGITAL NATIVES (grew up in the technological age).

DIGITAL MIGRANTS (parents and grandparents)

Evaluate Positive and Negatives:

Issues surrounding censorship and regulation of social media.

There is no single regulator for social media

How social media to generate ideas as well as funding and planning projects.

How social media is used commercially to create awareness and audience products to global audiences.

How the internet has impacted businesses

once we had broadband we started to se the impact of black box devices